Sponsorship among main concerns of associations: MCI Group

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SHARING preliminary results from an ongoing study by MCI Group on how associations in Europe, Latin America and Asia are performing, Oscar Cerezales, COO-Asia Pacific noted that sponsorship matters are among the top concerns.

Some 80 per cent of respondents say sponsorship is one of the top three challenges faced by their associations, and of these, 69 per cent has named this issue as the top concern.

Breaking down the numbers further, Cerezales revealed that 70 per cent of Asian associations regard sponsorship as the top concern, while 83 per cent and 56 per cent of those in Latin America and Europe, respectively, felt the same way.

“The good news is, sponsorship is here to stay and growth is amazing for all media except the Internet and mobile,” Cerezales told the audience at the PCMA Meetings Forum Singapore.

“What is changing is the way sponsor prospects regard sponsorship activities. They have a lot of options and are choosing wisely. Remember, you are not the only association around, and your conference is not the only one they can support,” he added.

Cerezales offered several tips on what associations can do to get more sponsorship. They include approaching sponsor prospects a year ahead of the event, offering a customised sponsorship package that appeals to the prospect’s business interest, using data as a key in sales pitches, providing a year-round sponsorship opportunity, and leveraging multiple channels or platforms, among other things.

The study is expected to be completed by the end of this year, and results will help the MCI Group to more accurately access the health of its client associations as well as the identification and resolution of areas of weaknesses.

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